The fashion doll market has gone through quite a few controversies. Such as jem vs. Barbie, the lawsuit against bratz, the transfer of the Disney licensee, monster high reboot and degrade in Barbie’s quality. I think that’s plenty of room to cover, how mattel was on top for awhile, how monster high and ever after high both rised and fell, the barbie bratz rivalry and now modern day with mga on top and bratz and monster high coming back.